NEWLINE
Brazilian integrated security services provider founded in 1994, offering monitored alarms, remote concierge, armed surveillance, access control, CFTV, and vehicle tracking to residential, commercial, and financial-institution customers across 8 Brazilian states and the Federal District.
- Company typePrivate
- Founded1994
- HeadquartersGoiânia, Brazil
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What NEWLINE does
New Line Tecnologia em Segurança Ltda is a Brazilian integrated security services provider founded in 1994 and headquartered in Goiânia, Goiás. The company delivers monitored alarms, remote concierge (portaria remota), armed surveillance (vigilância armada), access control, CFTV video surveillance, electric fencing, and vehicle tracking through the NewSat fleet service, serving residential, commercial, condominium, educational, and financial-institution customers. Its operating footprint spans 8 Brazilian states plus the Federal District via a combination of headquarters, branches, franchises, and technical bases, and marquee clients include Caixa Econômica Federal, Banco do Brasil, Correios, Banco BRB, Banpará, and Sicoob Lojicred.
The technology stack combines proprietary platforms (New Line 360 integrated management, NewSat tracking, New Line Security mobile app on Android and iOS) with AI-augmented capabilities including computer-vision-enabled cameras, facial recognition for access control, predictive risk analytics, anomaly detection, and automated alarm filtering. Smart lockers (Armários Inteligentes) and a solar energy subsidiary (New Line G.E.S.) extend the product set into adjacent parcel-management and distributed-energy verticals for condominiums and businesses.
The business model blends recurring monthly subscription revenue (monitoring services, remote concierge, vehicle tracking, app-based management) with one-time equipment sales and installation fees, plus labor revenue from armed surveillance personnel. Pricing is quote-based and non-transparent, distributed via direct sales, WhatsApp consultation, online quote forms, a 0800 service line, and a multi-channel content-marketing engine spanning blog, social media, e-books, and an internal corporate radio. Compliance posture covers LGPD and GDPR data-protection regimes, with RA1000 and CONASI quality certifications supporting institutional sales credibility. Active headcount stood at 282 workers as of June 2025.
NEWLINE firmographics
Firmographics- Name
- NEWLINE
- Legal name
- New Line Tecnologia em Segurança Ltda
- Website
- https://newlineseguranca.com.br
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Brazilian integrated security services provider founded in 1994, offering monitored alarms, remote concierge, armed surveillance, access control, CFTV, and vehicle tracking to residential, commercial, and financial-institution customers across 8 Brazilian states and the Federal District.
- Ownership category
- akta.pro rank
NEWLINE industry classification
Industry- Product category
- Security Services
- NAICS
- Security Systems Services (except Locksmiths) (561621)
- SIC
- Services-Telephone Interconnect Systems (7385)
- akta.pro primary industry
- Central Station Monitoring (Third-Party Wholesale Monitoring) (BPAKAFAI)
Keywords
Where NEWLINE is headquartered
LocationHeadquarters
- HQ city
- Goiânia
- HQ country
- Brazil
- HQ region
- Latin America
Offices3 records
Markets served
NEWLINE business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Security Monitoring Services: Recurring monthly fees for 24/7 monitored alarm systems, remote doorman services, and video surveillance. Services are delivered continuously with monthly billing.
- Equipment Sales and Installation: One-time revenue from sale and installation of security equipment including cameras, sensors, access control systems, and smart devices. Professional installation services included.
- Vehicle Tracking Services: Monthly subscription for NewSat vehicle tracking and fleet monitoring services with real-time GPS location and security alerts.
- App-Based Services: Mobile application services for remote security management, access control, and monitoring notifications.
- Franchise Network Revenue: Revenue from franchise operations across Brazil, with branches, franchises, and technical bases providing localized service delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom quote-based pricing for residential and commercial security packages |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
NEWLINE product offering
Product offeringCore offering
New Line is a Brazilian security services provider that sells and operates monitored alarm systems, remote concierge (portaria remota) services, armed surveillance, CCTV/video surveillance, access control, and vehicle tracking (NewSat) for residential, commercial, condominium, and financial institution customers. The company delivers 24/7 monitoring through its central monitoring station and offers integrated platforms (New Line 360) and mobile apps (NewLine Security) backed by AI-powered cameras and predictive analytics.
Differentiator
Problem solved
Functional benefit
Brands
- New Line 360: Comprehensive total control security solution offering complete property protection.
- NewSat
- New Line Security
- New Line G.E.S.
- New Line Security (App)
Products and services
- Alarme Monitorado (Monitored Alarm System)
- Portaria Remota (Remote Concierge)
- Vigilância Armada (Armed Surveillance)
- New Line 360
- Controle de Acesso (Access Control)
- CFTV (Video Surveillance / CCTV)
- NewSat (Vehicle Tracking)
- NewLine Security Mobile Application
- New Line G.E.S. (Solar Energy Solutions)
Quantifiable outcome
- 50% reduction in invasion and robbery risk for companies that invest in security systems
- +4 more outcomes
Companies that use NEWLINE
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles4 records
NEWLINE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability9 records
Feature10 records
NEWLINE partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Google AnalyticsminorAnalytics tool used to analyze website usage and performance metrics. Data collection for usage analysis with legitimate interest as legal basis for data processing.
- Google AdSenseminorBehavioral advertising platform used to display interest-based advertisements. Cookies track user behavior across websites for targeted advertising.
- Payment Service ProviderscoreThird-party payment processors handling financial transactions, processing payments, refunds, and handling payment-related inquiries.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
NEWLINE competitors and assessment
Company assessmentDirect peers
- ADT (Johnson Controls) Brasil: ADT is a globally recognized alarm monitoring brand with established Brazilian operations serving residential and commercial customers. Direct competitor in monitored alarms and electronic security.
- Verisure Brasil: Verisure operates one of the largest monitored alarm networks in Brazil with a focus on residential and SMB markets. Closely comparable offering to New Line's Alarme Monitorado and Portaria Remota services.
- Brink's Brasil: Brink's operates cash handling, ATM, and electronic security services in Brazil with strong institutional client penetration. Comparable to New Line in financial-sector security contracts and large enterprise monitoring.
- SegurPro (Prosegur subsidiary): SegurPro provides technology-enabled remote monitoring and electronic security solutions in Brazil under Prosegur. Directly overlaps with New Line's portaria remota, CFTV, and integrated monitoring offerings.
- Grupo GPS: Grupo GPS is a large Brazilian provider of security, facility services, and surveillance with nationwide coverage. Comparable to New Line across armed guarding, monitoring, and integrated service delivery to enterprises.
- Prosegur Brasil: Prosegur is a global security services leader with major Brazilian operations offering monitored alarms, armed surveillance, and integrated security solutions. Directly competes with New Line across B2B and B2C segments in Brazil.
Broad incumbents
- Intelbras: Intelbras is a major Brazilian manufacturer of security equipment (cameras, alarms, access control) with growing monitoring services. Comparable technology stack and channel reach to New Line, but operates as a broader security hardware incumbent.
- Porto Seguro Segurança: Porto Seguro is a Brazilian insurance and services conglomerate with security offerings through subsidiaries. Comparable customer base (residential + SMEs) and bundled service approach, though security is not its core focus.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NEWLINE social profiles
Digital presenceNEWLINE compliance and trust
Trust signalCompliance2 records
NEWLINE financial estimates
Financial estimateRevenue estimate
Valuation estimate
NEWLINE leadership team
Management profileNumber of profiles
NEWLINE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NEWLINE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NEWLINE
What does NEWLINE do?
New Line is a Brazilian security services provider that sells and operates monitored alarm systems, remote concierge (portaria remota) services, armed surveillance, CCTV/video surveillance, access control, and vehicle tracking (NewSat) for residential, commercial, condominium, and financial institution customers. The company delivers 24/7 monitoring through its central monitoring station and offers integrated platforms (New Line 360) and mobile apps (NewLine Security) backed by AI-powered cameras and predictive analytics.
Is NEWLINE a public or private company?
NEWLINE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NEWLINE founded?
NEWLINE was founded in 1994. It employs 501 to 1,000 people.
Where is NEWLINE based?
NEWLINE is headquartered in Goiânia, Brazil, in the Latin America region.
How does NEWLINE make money?
Five revenue lines are on record. Security Monitoring Services are the primary driver. The others are equipment Sales and Installation, vehicle Tracking Services, app-Based Services and franchise Network Revenue.
Who are NEWLINE's main competitors?
Direct peers on record are ADT (Johnson Controls) Brasil, Verisure Brasil, Brink's Brasil, SegurPro (Prosegur subsidiary), Grupo GPS and Prosegur Brasil. Broad incumbents are Intelbras and Porto Seguro Segurança.
Does NEWLINE have an API?
No public API is recorded for NEWLINE.
What industry is NEWLINE in?
NEWLINE's product category is Security Services. Its primary akta.pro industry code is BPAKAFAI, Central Station Monitoring (Third-Party Wholesale Monitoring). Its NAICS code is 561621 and its SIC code is 7385.